Ethnographic Research Design and Innovation

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In this course you’ll learn how to choose the right methods at each stage of the product lifecycle and build a high-quality, strategic research practice to guide innovation within organizations.

Instructor: SAM LADNER, PhD

Enrollment: 20
Schedule: 8 online sessions, May 4–June 22, 2018—see full schedule
Registration: $750, EPIC Membership required—see terms

REGISTRATION IS CLOSED. If you're interested in another offering of this course, please let us know.

Overview

Innovation is an epic challenge, and researchers are central players because they are responsible for gathering, translating, and activating the insight that drives innovation strategy. There are increasing demands on researchers to master a huge breadth of tools to design and perform the full gamut of product research—generative, evaluative, and market research methods. They’re also required to navigate organizational challenges in companies, such as a preference for quantitative data, which makes successful research design for innovation even harder.

What methods should researchers use to get both insight and organizational buy-in? How can researchers inspire their stakeholders to embrace the “fuzzy front end” of research? Where can they fill the gaps in their research skills to become that research generalist who can both generate new ideas and evaluate them?

This course will help you identify your own gaps in research methods, become comfortable with new methods, and guide your company toward innovation with confidence and knowledge. It uses an ethnographic lens as a starting point, but is not limited to ethnography as the sole method. Students will learn why any method works or does not work in typical corporate projects and research environments.

In this course you will:

  • Develop a rationale for choosing a particular method for a particular need
  • Learn techniques to manage budgets, timelines, and stakeholders
  • Develop confidence in managing research projects and elevating the role of research in your organization
  • Adopt a framework for evaluating the quality of research appropriate for building a robust, qualitative research rationale
  • Receive individualized feedback from the instructor on your research design plan as well as extra support in scheduled office hours
  • Work collaboratively in small groups with fantastic EPIC Members and engage in peer assessments

Who Should Take This Course?

This course is designed for researchers who wish to deepen their research practice, or for product managers who want to specialize in customer insight. Some typical titles include: research manager, UX researcher, user researcher, design researcher, market researcher, customer insights manager, product manager, insights analyst. It’s also an excellent course for independent consultants working to extend their service offerings to include design innovation.

Participants should have at least 2 years experience working in a research capacity. You should have some basic training in research methods—this course teaches research design, not the execution of specific methods. Participants do not need to have advanced degrees, but some familiarity with social science theory and methods is recommended.

Coursework

Required coursework includes live, online sessions as well as independent and group work to be completed between sessions on your own time. The instructor will also hold weekly “office hours,” giving participants additional opportunities to ask questions and extend their understanding of course content and its application to their own work.

The course schedule is designed to be feasible for working professionals, but does require your time, active engagement, and commitment to all of these required components:

  • 8 live, online sessions, 75 minutes weekly (schedule below); office hours are optional
  • reading assignments and brief writing exercises, approx 90 minutes weekly (on your own time)
  • 2 individual assignments (self-audit, research design plan), approx 3 hours total (on your own time)
  • 1 small group assignment, approx 1 hour (on your own time)

Total commitment: approx 24 hours

Schedule

Session 1: Friday, May 4, 8–9:15 am PDT (UTC -7)

Mastering Early Product Design: Why is the messy front end of product development so hard? Why don’t we spend enough time understanding our customers? This session explains the reasons why and strategies for overcoming this challenge. What is the right balance of rigor and creativity in research design?

Session 2: Friday, May 11, 8–10:15 am PDT (UTC -7)

Self Audit: Find your place and understand your research personality by auditing your own research skills and understand your gaps. Develop a research-leader mindset, and create a plan for overcoming your past research challenges. Optional office hour 9:15–10:15 am: instructor is available to all students for questions and open discussion.

Session 3: Friday, May 18, 8–9:15 am PDT (UTC -7)

Managing Stakeholders: How can we work with stakeholders collaboratively, but without compromising our expertise, the needs of the participants, and the needs of the business?

Session 4: Friday, May 25, 8–9:15 am PDT (UTC -7)

Right Method, Right Time: What is the best method for any given point in the product lifecycle?

Session 5: Friday, June 1, 8–10:15 am PDT (UTC -7)

Managing the Research Project: What practical steps do we need to take to ensure our projects are managed and received well? Optional office hour 9:15–10:15 am: instructor is available to all students for questions and open discussion.

Session 6: Friday, Jun 8, 8–9:15 am PDT (UTC -7)

Ensuring Quality: How can we ensure rigor for qualitative and quantitative research projects?

Session 7: Friday, Jun 15, 8–9:15 am PDT (UTC -7)

The Practice Is The Work: Building a great research practice.

Session 8: Friday, Jun 22, 8–9:15 am PDT (UTC -7)

Research design case study—presentations and peer review.

Instructor

Sam Ladner is a sociologist who researches how people use technology. She’s an internationally recognized leader in ethnographic and UX research and author of the foundational book Practical Ethnography: A Guide to Doing Ethnography in The Private Sector. Sam has been a Principal UX Researcher at Amazon, where she worked on the Alexa-enabled device Echo Look, and a Senior Design Researcher at Microsoft, where she worked on dozens of advanced software projects including Windows 10, Office 2016, Cortana, and HoloLens. She holds a PhD in sociology from York University. Download a sample of Sam's book here.

FAQ

Who can enroll in EPIC Courses?

All EPIC Learning events are open to EPIC Members, and membership is open to everyone. Become an EPIC Member to register.

What are your cancellation and transfer policies?

If you need to cancel more than 14 days before the start of the course you’ll be refunded 50% of the registration fee. No refunds will be made within 14 days of the start of the course. You may transfer your registration to someone else; the recipient must be an EPIC Member prior to transfer. To request a transfer contact courses@epicpeople.org

What is an Open Badge?

The badge you’ll receive when you complete an EPIC Course is a verifiable record of the skills and expertise you’ve gained. Our badges are based on the Open Badges accreditation system: “Each Open Badge is associated with an image and information about the badge, its recipient, the issuer, and any supporting evidence. All this information may be packaged within a badge image file that can be displayed via online CVs and social networks.”

Can teams enroll together?

Yes, teams can enroll in courses together if there is space. There is no group discount. If you’re interested in a customized course or training for your team, contact us.

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